BRAND:
MAYBELLINE
AWARD CATEGORY:
The Best Use of Social Media Influencers
CAMPAIGN TIME RANGE:
01/04/2021 - 20/05/2021
CREDITS:
CASE STUDY VIDEO
STRATEGY
As a No.1 Makeup brand in the mass market, Maybelline New York has always associated itself with the bold & dynamic lifestyle of youngsters, gaining great brand awareness in its stride. However, in Vietnam, the brand has not been able to relate to its main category of new buyers being Gen Z, due its Western brand image & low brand meaningful index (consumer’s association with the brand). This became a challenge for this progressive brand to conquer in 2021. Maybelline wants to build relevancy and empower Vietnamese Gen Z to be confident in their own ways.
Maybelline launched the “Mấy bé lì" campaign from April to May 2021 with the objectives:
Enhance brand meaningfulness to Gen Z with 2 must-win brand association: “Help women look more fashionable”& “Brand that shows me how to makeup”
Trigger brand talkability among Gen Z by winning share of social buzz in MakeUp
Strengthen the SuperStay Franchise- No.1 Longwear Franchise worldwide with the launch of Super Stay Foundation & shade extension of Super Stay Matte Ink Lipstick
To build relevancy with genZ, we used influencers as a way into GenZ’s life. But we don’t just book Influencer to talk about our products. Instead, to make it Viral on social media, we go for a Rap Music MV, the GenZ’s top music gerne in the time of launching campaign. We also used the popularity of Tlinh, Naomi & Yenji as campaign ambassadors were used to create a powerful Lyric MV to showcase a series of "Lì'' components of both product "long lasting" USP & GenZ's characteristics like Girlì, Crazilì, Lovelì.
Each ambassador represents a GenZ’s key passion point: (Makeup, Music & Fashion) to empower them like no other brand.
Tlinh - Rapper “Lì Lợm” Theo đuổi đam mê.
A persistent rapper who follows her dreams at all costs
Naomi - Fashionista “Lì Đòn” trước định kiến.
A fashionista who turns a blind eye on all prejudices, choosing an eccentric fashion style
Yến Nhi - Makeup Artist “Gan Lì” phá cách.
A courageous make up artist, owning unique, unconventional styles.
To approach the trendiest generation, on-trend factors were considered to be a main pillar. We especially selected Tlinh due to the popularity in 2021. She was a prominent female contestant at Rap Viet 2020 program, she grabs full attention of the Vietnam Hip-hop lovers & Gen Z.
To meet GenZ at every step, from the thematic MV, we went full-funnel. Launched on Youtube, the MV was adapted into a series of mobile-friendly ads on social media with ambassadors' images on all assets.
To build mass reach and engage with Gen Z, our campaign also used hashtag dance challenge with our ambassadors on Tiktok.
INSIGHT
First of all, gen Z don’t just like influencers, they want to be them. Therefore, KOLs become the key to win this generation. Maybelline needs to select the right KOLs with the personality, opinions, dreams,.. that represent genZ well.
Secondly, according to Vietnam Cosmetic Market research (Qandme, 2020), 43% of these unstoppable youngsters are interested in makeup but don't know how to do it yet, which is the biggest entry barrier in the make-up category. Thus, education becomes the second key to win this generation. Maybelline needs to be where gan Z is present by teaching them how to put on makeup through KOLs.
Last but not least, our campaign launched in the time of COVID-19 outbreak, dancing on TikTok during the pandemic is a form of expression and a break from the constant flow of depressing news. Thus, dance challenge on tiktok becomes the must-to-have factor to approach this generation effectively.
CREATIVE IDEA
To blend “Lì” platform closely into Gen Z’s social media touch points, we selected Facebook, Youtube & Tiktok to assert an engaging presence on all of them. According to statistics, GenZ’s top media platforms include TikTok (96%), Facebook (96%), YouTube (88%), Instagram(67%). Especially TikTok, the platform has high penetration and affinity among GenZ and the beauty community, making it the key mobile channel for this campaign.
To meet GenZ at every step, we went full-funnel for the first time ever on TikTok:
Phase 1: Build mass reach and engage with Gen Z with hashtag dance challenge with our ambassadors
Phase 2: Consideration/purchase phase with product reviews + product education with authentic community-led conversation about product with #TikTokMadeMeBuyIt trend
Phase 3: More EDUTAINING (EDUCATION + ENTERTAINING) with fun short clip format on full makeup steps, retargeting user from HTC to ecom for pushing sale
We partnered with Shopee & beauty retailers for media activations including livestreams on fanpage & beauty communities, offline activation booth & special brand day at beauty retailers. And KOLs was the key factor to engaged users more with all of our activities. These collaborative activities have an impact on make-up buyers who can now confidently know how to do simple and convenient makeup to shine in their own ways.
CONNECTION PLAN
Mấy Bé Lì campaign allocated ~90% media budget to mobile and was executed across on top mobile platforms (TikTok, Facebook, YouTube) of GenZ to capture the whole consumer journey from awareness, engagement to purchase.
With KOLs at the center, during the first week, we built the massive hype via TikTok to leverage mobile-exclusive technology (i.e. Branded hashtag challenge and Branded effects) on TikTok to establish a viral product launch and nudge users to interact with the brand via UGC.
YouTube and Facebook followed to help amplify the campaign’s core asset – the MV. YouTube trueview aimed at contextual targeting to gain massive MV views and ad relevance at scale. Based on GenZ’s interest and their consumption habits, we shortlisted relevant YouTube content and channels that spoke to GenZ’s passion points and maximize brand’s SOV there.
Instead of purely boosting MV on Facebook which was not ideal for long-form video assets, we leveraged branded content posts, collection ads & shorter mobile versions of the MV. Three ambassadors promoted the MV on their FB and Maybelline helped boost these posts to amplify the reach. We also reinvented the wheel of collection ads, turning them into a “human catalogue” showcasing MV’s key hooks.
Finally, to close the loop and drive purchase on Maybelline's Shopee store, we became the first brand to leverage Facebook CPAS ads. Not only we made use of ambassadors’ image in full force but also boosted the purchase intent of the influencers’ followers. Data also played a significant role in this phase, helping MNY to retarget each audience segment with the relevant message. Flawless integration of tech and data boosted conversion rate and delivered sales as a result.
OBJECTIVE-BASE KPI
In a short period of 2 months, the campaign exceeded expectations with:
142K buzz, No.1 Buzz in MakeUp, Top 4 in BSI in April
Generated 5.6M views on Youtube, 75.7k videos on Tiktok challenges, +30k followers for Brand’s Tiktok
Massive boost on sales for Super Stay Franchise: (+150% RunRate Q1, +1635% Apr’20)
For brand’s must-win attributes:
“Help women look more fashionable” (increased by 129%)
“Brand that shows me how to makeup” (increased by 124% )
All contributes to a memorable campaign for MẤY BÉ LÌ!
